A consumer who acts differently in different situations or with different people, for instance a person is likely to behave in different ways at home, at work or with friends. Important thought leaders in our field have described and documented that consumers use possessions and brands to create their selfidentities and communicate these selves to others and to themselves e. Multiple selves and the relevance of the familial context peter j. Provide value and customer satisfaction effectively target customers enhance the value of the company improve products and services create a competitive advantage. Especially useful is the evaluative framework developed by sheth 1982, which permits us to identify shortages and surpluses in the understanding of three critical dimensions of the craft. Abstract this paper proposes the incorporation of an explicitly futureoriented dimension into the study of the selfconcept in consumer behavior. Much of the existing consumer research on multiple selves is contextspecific e. First, we respond to a call for further research on identity and brands. Many selfconcept theories attempting to explain consumer behavior have been generated incorporating these dimensions. Ahuvia 2005, other theorists believe fragmentation is normal e.
While multiple selves is an important area of self concept research, little empirical work exists to date as to the meaning from. Thus, one can predict consumer behavior based on economic indicators such as the consumers purchasing power and the price of competitive products. The contribution of possible selves to the study of consumer behavior may. Multiple selves and the meanings they give to consumptions by. The role of digital and social media marketing in consumer behavior andrew t. Consumer behavior can be defined as the decision process and physical activity engaged in evaluating, acquiring, using or disposing of goods and services. Li abstract since millers 1995 groundbreaking directive to the anthropology community to research consumption within the context of production, cct has come of age, offering distinctive insights into the complexities of. Information processing sensation and perception historically, sensation and perception have been accorded little attention by consumer researchers. To understand the buyer habits and his priorities, it is required to understand and know the personality of the buyer. A model is an attempt to diagram the elements and relationship among the.
Organizational behavior and human decision processes, 104, 175192. Identitybased consumer behavior americus reed ii a,1, mark r. Consumer behaviour free ebook download as powerpoint presentation. A painful awareness of oneself magnified by the belief that others are intently watching. A persons attitudes, his values in life, and the influence exerted by the people around him shape his personality. We report the development and testing of a set of scale items for measuring three aspects of the selfconcept. The role of selfconcept in consumer behavior digital.
Chapter one provided a general overview of selfconcept, consumer behavior, and how the two interact. In each of these contexts, individuals, who are referred to as end users or ultimate consumers, buy the products for fine use. Oct 11, 2009 consumer behavior ninth edition schiffman and kanuk. Consumer buying behaviour refers to the buying behaviour of the ultimate consumer. Pdf earlier work on identity, self, and consumption identified that desired. She is a key member of a team exploring how technology can be used to enhance the student learning experience. Consumer behavior covers a broad variety of consumers based on diversity in age, sex, culture, taste, preference, educational level, income level, etc. Anthropological perspective and methods may be especially helpful in examining these issues. These theories have become a useful tool to describe the mechanisms underlying behaviour and decisionmaking in a number of domains for detailed overviews, see evans, 2008, weber and johnson, 2009, strack and deutsch, in pressa. The self in consumer behaviour the self, attitudes and values. Which of the following would be the best illustration of a subculture. I have been a stay at home mom for almost 5 years and i am so excited to be able to still stay home, take care of my children and make a living taking surveys on my own computer.
Hilke plassmann, insead chaired professor of decision neuroscience and associate professor of marketing at insead, joins us to discuss how recent advancement. Personality of a person is the result of his individual traits. She is a key member of a team exploring how technology can be. While this evolution has been continuous, it is only since the 1950s that the notion of consumer behaviour has responded to the conception and growth of modern. Although the influence of identity on consumer behavior has been. Consumer behaviour includes online buying trends dinesh kumar.
Pdf the role of consumer selfconcept in marketing festivals. Yet the role of diversity in the marketplace is of ever growing importance. Many selfconcept theories attempting to explain consumer behavior have been generated. It also determines how and why a consumer behaves in a particular way.
Whereas desired selves allow many opportunities for people to join collectives. The self a person holds at that time also effects to the product choices we make and. The selfconcept literature in consumer behavior can be characterized as frag mented. Diversity has received more attention in psychology than it has in consumer research. What are the different models of consumer behavior. The sans possession view of self is populated in the consumer behavior literature by two visibly different discourses. Buyer behaviour is an important tool in the hands of marketers to forecast the future buying pattern of customers and devise appropriate marketing strategies to create longterm customer relationships. Solomon, consumer behaviour, phi learning private limited, new delhi, 2011 ramanuj majumdar, consumer behaviour, prentice hall of india, new delhi, 2011 loudon and della bitta, consumer behaviour. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. Understanding consumer behaviour is essential for managers, as they can use it to. I, me, and minehow products become consumers extended selves.
In the multiple selfconstructs tradition, self concept has. Aaker 1999 and is not conducive to understanding how multiple selves are experienced by consumers and. Routinised response behaviour, four views of consumer decision making economic, passive. Brief contents section 1 consumers in the marketplace 1 chapter 1 an introduction to consumer behaviour 3 section 2 consumers as individuals 33 chapter 2 perception35 chapter 3 learning and memory 63 chapter 4 motivation and affect 95 chapter 5 the self 120 chapter 6 personality, lifestyles, and values 153 section 3. Understanding of consumer needs and then develops a marketing mix to satisfy these needs. Consumer behavior ninth edition schiffman and kanuk. Consumer researchers have recognized for a long time that people consume in ways that are consistent with their sense of self levy 1959. Pdf the interrelationship between desired and undesired selves. The economic model of consumer behavior focuses on the idea that a consumers buying pattern is based on the idea of getting the most benefits while minimizing costs. Multiple selves and the relevance of the familial context peter j nuttall, senior lecturer in marketing, bristol business school1 dr julie tinson, lecturer in marketing, university of stirling abstract adolescence is a period that allows for experimentation of new behaviours and the. The sellers market has disappeared and buyers market has come up. Self concept in consumer behaviour tutorial 18 may 2020. Chapter two provides further research regarding the role of selfconcept in consumer behavior and some of the. One or multiple selves 166 extended seif 167 altering the seif 167.
Nov 21, 2012 the selfconcept the selfconcept basically means the beliefs a person holds about his or hers attributes and how he or she evaluates those qualities. A a religion b a group of close friends c your university d a fraternity or sorority ans. The self in consumer behaviour the self, attitudes and. The theory lists traits like 1 innovation 2 influence 3 materialism, and 4 consumer ethnocentrism as major influencers of behavior. Please fill in your name as well as your matriculation number and faculty with clearly reada ble writing on the answer sheet on the back of this information sheet as well as the already handed. Researchers are divided with regard to how consumers experience multiplicity in their selfconcepts. Marketing implications of consumer behaviour study of consumer behaviour modelling an overview consumer behaviour is comparatively a new field of study which evolved just after the second world war. The current collection of articles on selfidentity and consumer behavior appearing over the last two years complements and adds to a growing body of work that has already appeared in jcr.
The second category of consumer the organizational consumer includes profit and notforprofit. Journal of consumer research, 39 october 2012, 56173 the signature effect. A psychological needs b need for esteem c safety needs d selfactualization needs ans. Pdf selfconcept is an important yet underresearched aspect of the consumer. Evolutionary psychology, evolutionary biology, animal behavior. Models of consumer behavior as the buying process is very important in marketing, it would be ideal to have a complete idea on buyer behavior model.
Methodological advances general other papers of general interest focused on research methodology. Five of these six articles focus on specific relationships between selfidentityrelated goals and consumer behavior, exploring needs such as affiliation. Several empirical studies subsequently appeared exploring the nature of this relationship. This paper considers if the concept of multiple selves is. Multiple selves a person has as many selves as he or she as different social roles. Geography, color, self and selfimage one or multiple selves, the extended self, altering the self c perception. Consumers use of brands to reflect their actual and ideal selves on. Selfconcept can be described simply as how one perceives himself and his behavior in the market place.
Another theory which highlights the study of the following traits. Several empirical studies subsequently appeared exploring the nature of this. Selfidentity and consumer behavior journal of consumer. Consumer behaviour jane priest is a teaching fellow at edinburgh business school and teaches parts of the oncampus marketing course, as well as the consumer behaviour elective by distance learning. Multiple selves and the meanings they give to consumptions. A heightened concern about the nature of ones public image results in more concern about the appropriateness of products and consumption activities. One such theoretical development in psychology is represented by dualprocess theories of human behaviour. The contribution of possible selves to the study of consumer behavior may best be. To understand a buyer needs and convert them into customers is the main purpose of the consumer behavior study. Many factors, specificities and characteristics influence the individual in what he is and the consumer in his decision making process, shopping habits, purchasing behavior, the brands he buys or the retailers he goes. Multiple selves and the relevance of the familial context. We aim to make at least three important contributions with this article. It has divided into two different sections that are the inner self and the outer self.
While many psychological phenomena such as information search, attitude. Its normal that a person is likely to display different personality in different situations and social roles. The first section is the one we show almost to no one, family members. The relatively homogeneous and enduring divisions in a society, which are hierarchically. The personal consumer buys goods and services for his or her own use, for the use of the household or as a gift for a friend. One group argues that consumers need a unifying metanarrative e. It also introduced the selfimage congruency hypothesis and highlighted the significance and purpose of the current study. Steve jobs the purpose of this paper is to investigate the role of multiple actors in the customer behaviour and stp process, while observing the impact of key areas, such as. My ideas about multiple selves and green consumerism are fragmentary, prema ture, and. While multiple selves is an important area of self concept research, little empirical work exists to date as to the meaning from the consumer s perspective. Consumer behaviour 14mbamm301 department of mba, sjbit 1 consumer behavior subject code.
The most recent development in this direction is represented by multiple selves models, which we view as a promising first step. For example a woman can have a professional self at work and a femme fatale at a bar. This led to paradigm shift of the manufacturers attention from product to. Business decisions rely on assumptions, analysis and knowledge of the consumer. The selfconcept the selfconcept basically means the beliefs a person holds about his or hers attributes and how he or she evaluates those qualities. Advances in consumer research volume 20, 1993 pages 429432. Studying consumption behaviour through multiple lenses. The purpose of this paper is to identify dimensions to use in exploring a range of possible selves and thus contribute to our understanding of the dialectic between positive and negative selves in consumer behavior.
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